Customers in Africa have traditionally supported the "Pay-As-You-Go" pay-TV model, but Multichoice has adopted a different strategy by introducing a weekly subscription service. Launched in Uganda under the memorable slogan "Ka Weekie," the pilot represents a tactical change meant to accommodate viewers without completely caving in to per-minute payment calls.
Users of DStv and GOtv in Uganda may now watch a week's worth of their favourite shows, news, and entertainment for as little as Shs5,000 with no long-term commitments. The corporation claims that this campaign is a reaction to shifting economic realities and lifestyles, especially among younger viewers, students, tourists, and those with limited financial resources.
"It's all about giving the viewer back control," stated Collin Asiimwe, head of marketing at Multichoice Uganda. "We want to give people the flexibility to pay how and when they want, without sacrificing the quality and value they are accustomed to."
In a time when streaming behemoths are still upending the television industry, Ka Weekie is more than just a new billing system. Current subscribers can maintain their current channel lineups by switching between weekly and monthly payment plans as needed. However, to access weekly alternatives, new users must sign up for a full month.
Crucially, Multichoice stressed that there is no content limitation as a result of this shorter cycle. With more flexible billing, subscribers still have complete control over the bouquets they select.
There are rumours that Ka Weekie may soon be available in other areas, including Nigeria, Kenya, and South Africa, with Uganda serving as a test site. Multichoice's action might establish a new standard for the packaging and consumption of pay-TV throughout the continent as the competition for viewers' loyalty heats up.
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